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Analytics

Mapp

Analytics

Mapp is a customer engagement platform that combines web analytics, customer data and cross-channel marketing such as email, push and personalization. Its analytics module, Mapp Intelligence, comes from the former Webtrekk. The Mapp tracking pixel sets cookies to recognize visitors and measure their behavior, so it requires prior consent under the GDPR.

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Overview

What does Mapp do?

Mapp, formed by the 2016 acquisition of Teradata Marketing Applications and the 2018 integration of Webtrekk, is a leading European marketing automation and customer engagement platform. It is based in London with its main engineering centre in Berlin and is used by media groups, retailers and financial institutions across Europe.

What Mapp does

The platform combines four pillars: Mapp Intelligence (privacy first digital analytics inherited from Webtrekk), Mapp Engage (cross channel email, SMS, push and in app), the Mapp Customer Data Platform (unified profile) and Mapp Acquire (paid acquisition). Marketers can build segments, run AI driven recommendations and orchestrate journeys across web and mobile.

Data and cookies set

Mapp Intelligence sets first party cookies on the customer domain: wt_eid (visitor identifier, six months), wt_session (session), wt_pf (page flow) and wt_ck (custom data). The tracker supports cookieless mode using anonymous session identifiers in localStorage. Email opens use a tracking pixel; clicks go through a tracking redirect. Push and SMS rely on device tokens.

GDPR and ePrivacy implications

Mapp Intelligence cookies require prior consent under Art. 5(3) ePrivacy unless the cookieless and anonymised mode is used in a measurement only context. Mapp Engage requires Art. 13 ePrivacy and Art. 6(1)(a) GDPR consent for marketing emails and direct messaging, with explicit opt in and clear unsubscribe. The platform offers built in consent management and IAB TCF 2.2 integration.

Data transfers and hosting

European customers are hosted in Frankfurt (Germany). Other regions exist for North America and Asia Pacific. By default, no personal data of European customers is transferred outside the European Union. The UK headquarters benefit from the EU Commission UK adequacy decision under Art. 45 GDPR.

Practical compliance steps

Choose the EU region at account setup. Enable IP anonymisation and the cookieless option for visitors who refuse cookies. Use explicit opt in for marketing emails, push and SMS, with proof of consent. Sign the Mapp DPA. Document Mapp as an EU sub processor and the Frankfurt hosting in your records of processing and your privacy notice.

Compliance

Mapp and the GDPR

Mapp is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive) for Mapp Intelligence tracking cookies, marketing emails, push notifications, SMS and behavioural segmentation. Performance of a contract (Art. 6(1)(b)) may apply to transactional messages after explicit opt in.
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, TDDDG, LSSI CE, French Data Protection Act, German UWG, IAB TCF 2.2, CNIL guidelines
Cookies and trackers

What Mapp sets and contacts

Tracking method
Marketing automation and customer engagement platform. Mapp combines a Customer Data Platform, email and SMS sending, push notifications, mobile in app messages and the Mapp Intelligence digital analytics tracker (formerly Webtrekk). All channels are orchestrated through a unified customer profile.
Server location
Mapp Digital Holdings Ltd, headquartered in London (United Kingdom) with the historic engineering centre in Berlin (Germany). Customer data is hosted in the European Union (Frankfurt) by default and optionally in the United States or in Australia for regional customers.
Cookieless mode available
Yes

Cookies set (4)

NameTypeDurationPurpose
wt_eidfirst_party6 monthsMapp Intelligence visitor identifier used to attribute sessions and events to the same visitor.
wt_sessionfirst_partySessionSession identifier used by Mapp Intelligence to group events from the same visit.
wt_pffirst_partySessionRecords the page flow inside the current session for funnel analysis.
wt_ckfirst_party1 yearStores custom Mapp Intelligence parameters such as user properties or login state.

Third-party domains contacted (5)

  • mapp.com
  • webtrekk.net
  • mappcloud.com
  • wt-eu02.net
  • wt-safetag.com
Questions

Frequently asked questions about Mapp

Can't find your question? Write to us, we answer fast.

Which cookies does Mapp set?

Mapp Intelligence sets first party cookies on your domain: wt_eid (visitor identifier, six months), wt_session (session), wt_pf (page flow) and wt_ck (custom data). The cookieless mode replaces them with anonymous localStorage IDs. Email tracking pixels and click redirects do not set cookies on your domain.

Is consent required to use Mapp?

Yes, in the EEA. Mapp Intelligence cookies require consent under Art. 5(3) ePrivacy unless the cookieless and anonymised mode is used. Mapp Engage marketing emails, push and SMS require Art. 13 ePrivacy and Art. 6(1)(a) GDPR consent for prospects, with explicit opt in and a clear unsubscribe path.

What is the legal basis for processing?

Consent (Art. 6(1)(a) GDPR) for cookies, marketing messages and behavioural segmentation. Legitimate interest (Art. 6(1)(f)) may apply to anonymised product analytics or to soft opt in for existing customers in similar product context. Sensitive data requires explicit consent.

Is data transferred to the United States?

No by default. European customers are hosted in Frankfurt. Mapp also runs US and APAC regions for regional customers. The UK headquarters is covered by the UK adequacy decision. Document the region in your records of processing.

Do I need a DPIA for Mapp?

A DPIA is recommended when Mapp is used for large scale segmentation, predictive scoring, recommendation engines or messaging based on sensitive attributes. Document EU hosting, integrations, lawful basis per channel and retention.

How do I implement Mapp correctly?

Select the EU region at account setup. Enable IP anonymisation and cookieless mode in Mapp Intelligence. Use explicit opt in for Mapp Engage marketing channels. Block tracking cookies behind a CMP category. Sign the Mapp DPA. Document Mapp as an EU sub processor.

Which alternatives to Mapp should I consider?

EU based competitors: Selligent (Belgium), Splio (France), Brevo (France), Klick Tipp (Germany), Emarsys (Hungary, owned by SAP), Salesmanago (Poland). US alternatives: Braze, Iterable, Salesforce Marketing Cloud, Adobe Campaign.

How do I update the cookie policy when Mapp changes?

Subscribe to the Mapp trust centre. When sub processors, regions or cookies change, update your cookie table, privacy notice and records of processing, and bump the consent banner version.

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